I won’t go into all the ramifications of Facebook’s new social plugins and bid to dominate the interwebs. You can check out the Carrot Creative Blog for a nice little “what it means for you” recap, along with Mashable’s constant, sometimes in depth/sometimes superficial, coverage of the new tools and announcements, as well.

What I’ve noticed is that the tech battles that are currently brewing transcend industry or product. To name a few:

Facebook vs Twitter vs Foursquare

Facebook vs Google

Google vs Apple

Google vs Microsoft & Yahoo

My question, as such, is – if you were to relegate control of you entire online behavior and identity to one of these dominant entities, which would it be? Which brand engenders trust? Functionality? Personality?

We may not have to actively make this decision in the near future, but we are passively acknowledging its growing preeminence it every time we go online. Sooner or later – and probably sooner, Facebook’s open social graph will collide head on with Google’s open ID, and I wouldn’t be surprised if Apple launched an alternative – anti-culture – subversive – nonconformist version of the concept: One ID to rule them all. Add to that the truly independent competition – the open source Wikipedia/Firefox-ish rival.

In fact, it may – and probably will – boil down to what browser you use as your portal to the digiverse – Chrome, Safari, Firefox, or the inevitable Facebook Browser that will be the culmination of their efforts to connect the web and infuse Facebook’s presence in every online destination.

So – I ask again – if you had to turn over near-complete control of your online activities to one of these brands – insofar as they will manage you – your email, social activities, functions and features, web browsing, shopping the advertisements you receive, your financial information, etc… to provide a seamless, integrated and unified experience – Who would you trust? Who would you prefer as your Internet partner-in-crime-and-everything-else? I know I trust Google to develop functional tools, I trust Facebook exploits my personal information to create a more socially enhanced experience – even if it is at the cost of my privacy. I trust Apple do design innovative and aesthetically pleasing “things” that boast superior user experience and interface, but may lack in the features/functionality department (Can someone say MULTITASKING?)

I Can’t Tell You How Excited I Am To See Google Sidewiki’s Potential Actualized. Unfortunately, As Marketers Have Done With Facebook, Twitter, YouTube, (MySpace – Remember Her?) And Every Other Facet of “The Social Web,” Sidewiki provides yet another means for those who just don’t ‘get it’ to exploit the system and barrage us with broadcast, branded, messaging.

Until now, this usurpation of online communities and the manipulation of our fundamental human desire to generate content and share information has been limited to custom-tailored (if we’re lucky) invasions of specific platforms or desperate attempts at creating their own.

Convo 1

Sidewiki, has, without a doubt, an enormous potential – one to utterly destroy any limitations or barriers on the “information sharing” currently allowed by the internet. We’re looking at the possible information exchange of exponential proportions. Unfortunately, I have a sneaking suspicion that this will be the tool that unlocks the whole of the internet to the pervasive, abusive tactics of irresponsible marketers.You know the type – the ones who build facebook pages that collect dust and twitter accounts that auto-follow and auto-DM promotional messaging.

I sincerely hope that Google has developed, within it’s algorithm, protection from this parasitism but I fear that these individuals, for all their irresponsibility, have one talent, namely, circumventing those protocols. Take a look at this video – What stops me from using sidewiki to just hop from site to page to blog, highlighting portions of text and promising readers further explanation, only to lead them elsewhere – a deceptive practice that seems to be aligned today’s spammy zeitgeist.

What do you think? Are you more excited for the evolution of the social web potentially facilitated by Sidewiki? Are you confident that Google has taken the necessary precautions to keep spammers from hijacking this tool and isn’t about to provide unlimited access to anyone who wants to litter your website digital post-it notes, maliciously intended, or otherwise?

If this is web 3.0 – I’m scared.

UPDATE: 9/24/09 – Check Out These Two Other Awesome Posts On The Topic: